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Monday, December 11, 2023

Rating of customer loyalty to automobile brands. Which car owners don’t change them?

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Loyalty is a fairly common trait in the automotive industry. Customers choose a car, and if they like it, years later they buy another one of the same brand. Which manufacturer has the most loyal customers?

Mototrendy 3.2 is the latest version of the application of the Samara Institute for Automotive Market Research. This institution maintains comprehensive statistics on the Polish automobile market. In turn, the application allows you to constantly check parameters such as the “loyalty index”.

As analysts explain, the material is based on an analysis of customer purchasing decisions over a 5-year period and takes into account the car replacement cycle in the private channel. Although this is a short period, it allows us to detect some interesting trends. The loyalty index compares the number of regular customers, the number of customers who decided to purchase a car from another brand, and the number of all customers that the brand acquired over the past 5 years.

Toyota to Tesla

The leader of this rating in terms of the loyalty index is Toyota. This brand has enjoyed great customer trust for many years, which is reflected in subsequent purchases. Tesla came in second place. There is a lot of talk about the quality of this brand’s products, service and “poor” dealer network. Despite this, Tesla is not only growing very dynamically, but its customers are ready to make further purchases. Skoda took third place in the analyzed loyalty rating. Interestingly, there are as many as 5 premium brands in the top ten. Just behind Skoda in fourth place is Lexus, followed by BMW, Audi, Porsche and Mercedes. The last brand to record a “positive” result is Hyundai, which took 12th place.

– The loyalty index is a very good indicator that allows you to check whether the brand’s work is bringing positive results in the form of an increase in the number of loyal customers. The ranking based on this makes for an interesting comparison. It’s too early to use the “percentage of loyal customers,” although this information is important from the point of view of a particular brand, says Wojciech Drzewiecki, president of the Samara Institute for Automotive Market Research.

Designed by: Marcin Klimkowski
Source: IBRM Samar
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